Helping OPI translate movie magic into award-winning, sustainable advent calendar packaging
Learn how OPI and Smurfit Westrock created an award-winning Wicked advent calendar, blending sustainability and cinematic storytelling for holiday gifting.
In collaboration with OPI, a leading nail care brand within the Wella Company, we developed visually striking, sustainable advent calendar packaging inspired by the blockbuster “Wicked.” By blending creative storytelling with innovative packaging design, the team crafted a holiday gift that stands out for both its cinematic appeal and paper-based construction. The project not only captures the enchantment of the film but also demonstrates a strong commitment to responsible materials and premium presentation. This award-winning packaging highlights how thoughtful design can elevate festive gifting in the beauty industry.
The Challenge
“Wicked” the movie broke box office records, won two Academy Awards and captured the imagination of moviegoers. OPI aimed to extend that magic with its OPI Wicked Advent Calendar, uniting cinematic storytelling and holiday giving with premium, sustainable packaging.
The Approach
OPI partnered with Smurfit Westrock to bring Wicked to life while meeting the brand’s standards for sustainability, durability and consumer delight. Together, the teams designed a book-style structure with richly printed graphics to house and display 12 nail lacquers. The dramatic outer carton elevated giftability, while 18pt SBS PrintKote® delivered vibrant graphics and structural durability. Inside, four expertly engineered and ISTA-tested trays kept bottles secure through global shipping and created a smooth, convenient unboxing experience.
The Result
The project delivered cinematic storytelling that stood out in crowded holiday aisles, helping the product capture attention and differentiate itself. An elegant 12-count format replaced the traditional 24-count advent calendar, boosting perceived value while improving shipping efficiency. The design also supported OPI’s sustainability goals through the use of renewable, recyclable paperboard. Its success was recognized with multiple industry honors, including a 2025 PPC Gold Award for innovation in premium, sustainable packaging and a 2026 PAC Global Award of Distinction for beauty brand marketing.
Award Winning Packaging
- 2026 PAC Global Award of Distinction for Brand Marketing, Beauty
- 2025 PPC Gold Award for Innovation in Premium, Sustainable Packaging
Products used by this client
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